Pureseoul brings accessible K-beauty to Primark through new retail partnership
Pureseoul has launched an exclusive K-Beauty Mini Mart at Primark, combining diffusion lines from established Korean beauty companies with the high-street retailer’s value-led positioning.
The launch spans skincare, sun protection, masks and colour cosmetics. It is inspired by Korea’s growing market for smaller sister brands, which draw on the expertise or technology of established beauty companies while targeting more accessible price points.
The products have been developed for high-volume distribution within Primark’s pricing benchmarks. Pureseoul said they are collections owned by or connected to their respective parent brands, rather than dupes.
The entire edit is exclusive to Primark and will not be sold through Pureseoul's own stores, extending the specialist retailer’s reach beyond its existing physical and digital channels.
Leslie Tang, CEO of Pureseoul, said: “In Korea, many of our brand partners are creating ‘mini’ or ‘sister’ brands to meet the growing demand for more accessible K-Beauty, and we saw an opportunity to curate this for the UK.”
He said the partnership combines Pureseoul's category expertise with Primark’s focus on value and accessibility, building on its work to introduce and grow K-Beauty in the UK since 2019.
The Mini Mart brings together seven brands across targeted skincare and make-up. Dermablock by CELL FUSION C offers clinic-inspired, gentle skincare, while The Essential translates Ariul’s everyday skincare approach into simple collagen, hyaluronic acid and vitamin C formulas.
First Edition by Sungboon Editor focuses on ingredient-led products, including green tomato pore care and muscat grape brightening formulas. Its parent brand’s green tomato product has sold more than 6.5 million bottles in Korea.
The barrier-focused CERABASE collection by Realbarrier uses the same patented MLE technology found in the parent company’s established lines. Developed by pharmaceutical company NEOPHARM, the technology is designed to mimic the multilamellar structure of healthy skin.
Dropbe, created by The Saem, offers serums targeting blemishes, glow and pores, while Dear Thing completes the line-up with make-up developed by Milktouch.
The Primark launch follows Pureseoul's expansion through stores and retail partnerships. The company opened its regional debut at Lakeside in August, adding a 1,919 sq ft store featuring more than 30 brands and a workshop area.
It has also partnered with Superdrug, which expanded its International Beauty range to 64 UK stores in July 2026.
Fellow K-beauty retailer Skin Cupid is also strengthening access to Korean beauty across the UK. It recently partnered with John Lewis, bringing roughly 20 brands to its online offer, alongside shop-in-shop locations in Cambridge, Kingston and Leeds.
